Why express uplifts in points rather than percentages?
Last updated
Last updated
In general, comparing two percentages using points is a widely preferred approach, both mathematically and statistically.
For instance, an uplift of +10 point can represent a difference of +25% or +200%. With the point as a comparison tool, we're interested in pure uplift, without taking into account the base value for non ad recallers. This enables us to offer much more relevant performance comparisons.`
Our analysis method focuses on comparing performance against benchmarks. We therefore need to take into account the uplift itself, without adding the initial value parameter observed on the control population (in the example, 40% or 5%). The latter would in fact be a bias.
